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How to engage online consumers towards a fragrance they have not smelled before - recommendations for fragrance brands
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 2.33 MB | Adobe PDF |
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Resumo(s)
The purpose of this study is to examine the effectiveness of online fragrance finder tools and
their impact on consumer purchasing behavior. The research classifies consumers into three
personas to understand the challenges and wishes for purchasing fragrances online. A
conceptual framework illustrates how scent finder tools influence consumer preferences and
purchase intentions. Results indicate that while online tools can enhance consumer confidence,
significant barriers remain due to the inability to physically experience scents. Findings
highlight the need for strategies that balance detailed olfactory information with lifestyle related insights to optimize the online fragrance shopping experience.
Descrição
Palavras-chave
Perfumery Brands Consumer Perception